Environmentally sustainable innovation: Expected attributes in the purchase of green products

Abstract

In a capitalist economy, the principles, values and behaviors of a great part of the population are centered on buying things, on having goods. Thus, in order to achieve sustainable development, emphasis should be given to the creation and the promotion of environmentally sustainable products. In view of that, the present study investigates consumers purchase decision process regarding environmentally sustainable products. This study sought identifying what the green product and process expected attributes are in automobile and furniture purchases, as well as what the expanded and reduced risks are in offers with these characteristics. To reach these objectives, a qualitative research was initially performed, and, subsequently, a quantitative research was carried out with the aim to confirm the mapped data. In summary, the results obtained indicate as important green attributes for automobiles items such as “economy”, “engine” and “new technologies”. Regarding furniture important green attributes, “design”, “origin label” and “origin of the raw material” were indicated as important. Furthermore, it could be verified that the purchase of green products may increase performance and time risks and mitigate financial and social risks. In short, this study allowed for advances in the theoretical comprehension regarding green products and decision-making processes with medium- and high-involvement levels. However, once external factors such as culture and ethnicity tend to influence buyers' decision-making processes, and considering the fact that this study was executed in Brazil, distinct results may be found in other countries.